It’s our first interview of 2022!

This time, we’re talking to Brandwatch’s Head of Content, Gemma Joyce.

Brandwatch is a market-leading digital consumer intelligence suite. It includes the core AI-powered consumer intelligence and reporting platform, as well as content marketing platform, BuzzSumo.

Read on to discover how Gemma got started at Brandwatch, what gets on her nerves in the industry, and her advice for aspiring writers.

Q. You’ve been at Brandwatch for over six years now. What is it about working with content there that keeps you interested?

“I can’t believe how quickly time has flown! I started out at Brandwatch in 2015 as a Social Data Journalist. That basically meant I analysed data from our platform (which, among lots of other things, analyses public social media data) to write interesting content. I had planned to do a Masters in journalism, but I was totally taken in by the potential we had to create these ‘exclusive’ data stories on pretty much any subject.

“It was an amazing role which was just pure creativity – I wrote about things like what people are dreaming about, the data behind the Beliebers, reported ghost sightings around the US… all kinds of mad stuff.

“I can’t say I knew a lot about content strategy back then, but lots of those articles actually performed really well. They got us backlinks, generated loads of traffic, got to the front page of Reddit, and personally, they put me on stages and got me interviewed on TV and radio. So as a starting role in the world of content, it was really exciting, and a real learning experience.

“Over time, and as I’ve progressed in the content team, I’ve learned a lot more about making the most of that traffic and using content to help out across the whole marketing funnel (not just for generating awareness with my early clickbait) — but that doesn’t mean making things dull.

“We are creating B2B content — sometimes for sectors that aren’t considered that sexy — but I like to say ‘if it’s boring to write, it’s going to be boring to read’. We try to keep things human, and I keep a close eye on how engaged our readers are.

“To go back to the question, my favourite thing about content at Brandwatch is that the tools we have access to enable us to create so much interesting stuff. We’re never lacking in things to write about because we can just look at the data and it surfaces new angles and insights.

“One of the best bits about my role now as Head of Content is seeing all the incredible stories my team can generate. With all that potential content, the challenge (and it’s a good challenge!) is to prioritise.”

Q. Related to ‘content’, is there anything that really ‘grinds your gears’?

“Generally speaking, I think content teams are often massively under-resourced. That leads to all kinds of problems.

“First, it means there’s a lot of saying no to good ideas that come in from across the organisation. Second, it can lead to unhealthy practices and working rhythms that just don’t include creativity or experimentation – it’s very hard to do your best work if you feel you’re just churning things out. I think there needs to be that extra buffer to try things out or to be reactive to a trend, or whatever it might be.

“I’m lucky to have a growing team and be at a company that invests in content, but I know that isn’t the case everywhere.”

Q. Can you give me a recent example of some content that you really admired when you saw it? 

“I am a massive fan of First Round Review. They interview a huge range of inspiring people and really go into detail on practical advice that has helped those people succeed.

“They’re also experts at repurposing all that wisdom into snackable chunks or lists, which I really appreciate. They’re creating B2B content, making it fun, and just delivering so much value to the reader – I love it!”

Q. What advice do you have for new and aspiring content writers in 2022?

“Just always remember that content is something that can’t be done by machines and analytics alone.

“Yes, be data-driven. Yes, optimise your content for search. Yes, automate things where it makes sense. But don’t let those things take over!

“Take some risks, try things out, and put value for the reader first.”

Q. Lastly, how are you personally looking to develop this year?

“The beginning of 2022 is a time of big change at Brandwatch as we merge with a company called Falcon. For me, that means my team is getting much bigger, which is really exciting!

“So for now, I’m focusing on being the best leader I can be as we find our new rhythm. And, as the year goes on, I’ll be looking for little opportunities where I can keep writing myself, whether in or out of work. My love of writing is the thing that got me into content, and it’s a craft I must continue to hone.”

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